Mr. Bean in his Mini Cooper
Posted on 02/10/2007 6:51:08 AM PST by ItsForTheChildren
February 09, 2007 (Computerworld) -- Mini USA customers have their name in lights, thanks to RFID.
While some liken the use of radio frequency identification (RFID) technology to Big Brother surveillance or other sinister uses, the manufacturer of the small-but-stylish Mini Cooper car thinks the technology can give its customers a sense of family.
With that in mind, Mini USA has launched a pilot program that allows Mini Cooper drivers equipped with special RFID-enabled key tags to signal specially designed billboards for a personalized message display. The message might contain the driver's name, mention a special feature on the car such as its color or a unique roof rack, and deliver a customized greeting. The idea is to make a driver feel he is part of the Mini Cooper family, according to a spokesman for Mini USA, a division of BMW of North America LLC.
The program, launched two weeks ago, includes one billboard each in Chicago, New York, San Francisco and Miami. About 4,500 drivers signed up by logging onto a Web site and entering "some lighthearted data about themselves," the spokesman said.
"People will say this is cool and will want to drive by the sign more frequently," said the spokesman. "It will pop up a message when their friend is in the car, and they'll say, 'Hey, that's cool!' and it basically will allow them to be a brand ambassador."
The Mini Cooper billboards feature a display panel that can flash a 24-character blurb. An antenna and module on the sign communicates with the driver's RFID tag and reads a random identifying code number contained there. Using a wireless network connection, the module links to a secure server to match the code number with the driver's data. The message is then created and displayed.
The server containing drivers' data is protected by a firewall. Even if the information from the RFID tag was stolen, the only thing hackers could pilfer from the chip is the anonymous random code assigned to the driver. No personal information, such as an address or bank account number, is contained in the RFID tag.
The company stressed that drivers shouldn't feel nervous. "RFID is being used for invasive tracking methods, but we thought we'd use this unique technology to talk to owners, as opposed to being in a tracking mode," he said. "As a small company, we can easily develop a one-on-one relationship with the owner, and this is one way to do it."
The program will be evaluated for several months for participant feedback. "The drivers appreciate this kind of technology," he said. "They're pretrend types that find out about things before other people. They probably read Computerworld."
Maybe they can use it to find you when you get stuck in pothole.
My daughter has a mini. It's fun to drive and pretty peppy. Maybe because it has a turocharger.
They look like little miniature 1930s cars from *The Untouchables* with Elliott Ness. "Stylish" in the story should be "silly." Cute once, but now ridiculous.
Also wondering what the full-size Coopers look like - haven't seen one during this incarnation. Do they make them? And if not, why are these called "mini" ones?
Do we really want drivers paying more attention to what is on a billboard?
This is the electronic equivalent to placing a mirror in a parakeet cage. "Pretty bird. Awk! Tweet!".
The company is Mini, the model is the Cooper. And no, I don't own one, I drive an SUV.
Clever and insightful advertising campaign. It's also diabolical and totally evil.
So is Starbucks, when you get right down to it. ;)
How gay can it get?
Is the Mini-Cooper actually capable of speeding? I thought you could go faster on a lawn tractor.
I was looking at the spec sheet on the Mini-Cooper and it will top 130 mph. I used to own a VW Beetle diesel (I shouldn't have sold it) and it easily hit the 120s. Most German cars, because of the Autobahn, have high top ends and handle well at high speeds. They're also well built, but IMHO, overpriced, and the mileage isn't particularly good for a car that size.
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